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Target Them.

Target Them.


The world of marketing has seen multiple changes. Technological advancements, socio economic conditions, rise and fall of political powers all over the world, everything has influenced the generations and thus marketing. Millennials today are no exception. They hardly follow the choices and trusts made or followed by their parents. They are gaining purchasing power, and decision-making capacity because, they’re now adults with jobs and incomes. Because of this, we are seeing branding trends shift to up their appeal to millennial tastes. It is undeniable that, by the grace of reforms in electronic and network media, these millennials are driven by politics today and they deal with brands that echo their moral say. As a result brands are catching onto this and following the trends that suit the changing perceptions. Take KIA Motors commercial for example. To announce its entry to Indian automobile market, KIA has beautifully presented the core message that connects the millennials. ‘Magic happens when the best in the business come together’. The ad was viewed for the highest number of times in March, 2019. Remember the Gillette ‘The Best Men Can Be’ campaign, this year? The ad boldly critiqued ‘toxic masculinity’. It did not miss to target the generation Y. Some customers praised the concept, some called it accusatory. Regardless of various opinions, the ad could make Gillette relevant to the audience. Many brands like Gillette, Levi’s, KIA are trying to make the shift.

The Millennials, like any generation, are influenced by the culture and world developing around them. They are not new. Every previous period has faced them. This group will challenge, expect more and desire a better idea for better living. Learning to target this audience will better prepare a brand for the next. Not only the brands but the branding agencies and the creative advertisers should keep the millenials in mind.